CONTEMPORARY MUSIC PRODUCT SELLING EXPERIENCE IN LATVIA AND EUROPE
Authors: Diāna Līduma, Ārijs Orlovskis, Uldis Drišļuks, Antra Dreģe
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During the age when outcomes of the creative process develop in a great diversity, the issue about product sales and appropriate marketing implementation becomes topical both in clients’ attraction and in the existing products competition from the side of culture organizations’ management.
The aim of the research is on the basis of the analysis outcomes of the international and Latvian leading contemporary music festivals and concert organizers’ work experience determine the currently existing trends in contemporary music product sales, including the most appropriate marketing activities for clients’ attraction. Within the framework of research, the survey of managers and marketing specialists (in total 22, incl.13 foreign and 9 local organizers) of working organizations in the branch on Latvian and European scale and 138 listeners of contemporary music festivals and concerts in Latvia has been carried out.
In the research it is discovered that contemporary music from the point of priority takes the second place in European concert organizers’ programmes and the third place from the point of interests among listeners in Latvia. The values included in the concert organizers’ products in Europe and Latvia – high level performers’ performance, an interesting programme and innovative content, coincide with the hearers’ main reasons for the choice of the event. Concert organizers in Latvia also see the significance in the offer of classical values, combining them with education and alternative content, but concert organizers in Europe – educating content in combination with alternative environment.
The research outcomes reveal that contemporary music in Latvia is regularly consumed by about 40% of total listeners’ number, in Europe the regular consumers’ proportion reaches 50% listeners. In Latvia, despite the critical demographic situation, the tendency of concert attendance is increasing in comparison with other European countries, where it is assessed as firmly stable.
According to the obtained data in the research, in the contemporary music product sales the most essential information channel is the social media, which is used for information acquisition by 43% listeners in Latvia, but for information provision it is used by 47% concert organizers in Latvia and 40% in Europe. In the Latvian concert organizers’ practice outdoor advertising (20%) is also popular and forms the point of listeners – posters (31%). Concert organizers in Europe create additional creative products for interest, apply public relations and the integrated marketing communication.
The research outcomes have revealed the need for the concert organizers to focus on marketing communication and society’s education issues both in culture-policy of updates and collegial cooperation promotion among event creators in the branch for the contemporary music product sales.